Emily Huggard, Jon Cope

Communicating Fashion Brands (eBook, PDF)

Theoretical and Practical Perspectives

• Format: PDF

Produktbeschreibung

This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 188
• Erscheinungstermin: 19. Februar 2020
• Englisch
• ISBN-13: 9780429875595
• Artikelnr.: 58688681

Autorenporträt

Emily Huggard is Assistant Professor of Fashion Communication at Parsons School of Design in New York. Her research explores how brands create a space of proximity for the consumer using physical, digital and social realms, and the use of installation art as a brand experience tool in the epoch of post-consumerism and post-digital.

Jon Cope leads the MA in Public Relations at Westminster University, London. His current research focuses on the use of visual materials in promotional communication. Jon co-authored and photographed the book Fashion Promotion in Practice, published in 2016. He holds an MA in Critical Global Politics from Exeter University.

Inhaltsangabe

1. An introduction to fashion brand communication. 2. The fashion industry
context. 3. The role of the fashion communicator as a cultural
intermediary. 4. Motivation and the fashion consumer. 5. Creating
fashionable identities. 6. Co-creating fashion spaces. 7. Co-creative
storytelling. 8. Building a brand community. 9. The symbolic value of
fashion brand collaboration. Conclusion and future directions: How fashion
brand communication shapes culture.